presentation to bayleys christchurch - sep 8 2009
DESCRIPTION
Presentation to Bayleys Christchurch - aspects of online marketing for real estate in NZ. Better understanding the marketing of individual listings as well as building your online profile to build your client referral business.TRANSCRIPT
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How the internet is transforming real estate
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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This is real estate 2009!
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Latest research from USA – the web #1 for search
National Association of Realtors Home Buyer Survey 2008
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The web is central to real estate in 2009!
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78%
63%
46%
40%
38%
38%
36%
35%
31%
29%
5%
4%
4%
2%
9%
69%
55%
55%
49%
34%
25%
25%
24%
43%
21%
2%
4%
2%
7%
Specialist Real Estate Websites
Company Real Estate Websites
Specialist Real Estate Magazines
Community/Local newspapers
Company Real Estate Magazines
Search Engines
For Sale Signs
Real Estate Brochures
Metropolitan Newspapers - print or online editions
Real Estate Office Window Displays
Billboards
Consumer Magazines
Television
Directories
Other
2009
2008
NZ: Media usage – searching for property
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Consumer attitude - newspapers ??
95% consider specialist website useful / very useful
Consumer attitudes to online search
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Traditional model has changed
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Buyers in control
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Relationship with buyers has changed
5 – 10 years ago
Today
Research / Research / Research
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““Traditional agents will Traditional agents will not be replaced by not be replaced by
technology...technology...
..they will be replaced ..they will be replaced by agents with by agents with
technology”technology”
Real estate professionals need to change!
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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“Edutainment”
Breadth
Understanding interest / behaviour
Browse full set of listings in target areas
Depth
“Serious buyers”
Narrow down to view target listings in area Narrow down to view target listings in area
Quick-look filter Quick-look filter
Deeper filter & inspirationDeeper filter & inspiration
Price check & risk reductionPrice check & risk reduction
Depth
Browse full set of listings in target areas
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Evolving consumer experience
Searching for property
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Evolving consumer experience
Searching for propertybuy
Searching for someone to help me sell my property
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25,0166,000 / week
25,0166,000 / week
3,6364,500 / week
3,6364,500 / week
7,8103,500 / week
7,8103,500 / week
41,107100,000 / week
41,107100,000 / week
10,10315,000 / week
10,10315,000 / week
17,4128,000 / week
17,4128,000 / week
7,16230,000 /
week
7,16230,000 /
week
Not one site – many audiences
110,000 listings – 168,000 sessions per week110,000 listings – 168,000 sessions per week
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Understanding interest / behaviour
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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>1,000,000 sessions per week
40% up on same period last year
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Seasonal pick up– the web provides key indicatorSeasonal pick up– the web provides key indicator
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Supply and demand in the local market
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Rich / comprehensive property information
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Property information at your finger tips
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1,528,000 properties in NZ
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Every property has a web page
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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What are they looking for?
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Address
Accurate pricing Large images / high quality images
Maps
Get the basics right!
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Richer and richer information
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Information online – StreetView from Google
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Google Maps – real estate
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Email alerts – first impressions count!
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Your listings – for your client and for you
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Featured listings
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Featured listings – cost effective advertising
Negotiation AuctionListing # UPH10354 PO081104 Price range: $700k - $1m $750k - $850k
Listed: 21 Nov 21 Nov
4,114 page views in January with a featured
listing
232 page views in January
17 times more views
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14 days with a featured listing delivers an
audience of over 10 times more viewings than a regular listing
$250 $250 inc GSTinc GST
Featured listing for just
Vendor paid marketing – that delivers
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Buyers - call to action
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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1998 : 26,000,000 web pages1998 : 26,000,000 web pages
2000: 1,000,000,000 web pages2000: 1,000,000,000 web pages
2008: 1,000,000,000,000 web pages2008: 1,000,000,000,000 web pages
100,000,000,000 clicks per day100,000,000,000 clicks per day
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Courtesy of Business 2.0
How to be found on Google!
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The power of links
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To be found you need to be online
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Part 1: Find yourself on Google
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Part 2 : Be found on Google
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Blogging – conversations online
• Web page
• Library of articles
• Profile
• Authentic / Transparent
• Requires commitment
• The most powerful form of marketing
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Blogs – hosted on realestate.co.nz
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What buyers want information on?
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Social Media – building a profile
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Free profile page – linked to your listings
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Sell yourself!
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Promote yourself everyday to over 15,000 people a day
Just 3 agents per suburb
July / Aug / Sep
$15 / $75 / $150 per month
Online ordering and credit card transaction
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Login / sign up / profile yourself
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“Homebuyers & Agents have information overload.
Agents must create legitimate value-add services & become the trusted go-to person”
Stefan Swanepoel
The changing face of real estate
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Enjoyed the presentation?
www.tinyurl.com/nzrealestatewww.tinyurl.com/nzrealestate
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Proudly supporting the real estate
industry
Proudly supporting the real estate
industry